What matters gets measured in marketing

We love wise quotes and expert insights on marketing measurement. There’s a popular saying often attributed to management expert Peter Drucker, “What gets measured gets managed.” At Grove9, we agree, but with a twist. We like to say, “What matters gets measured.” Said another popular way, “You must inspect what you expect.” 

Marketing, or really any activity of significance without measurement, is an exercise in futility. As humans, we are wired to get better. To do better. To improve. To grow.

Without measurement, it’s impossible to accurately gauge progress and success. And, we would assert, much more difficult to reach your full potential as a person or an organization.

So, how can you measure the success of your marketing efforts?

There are two primary measurement devices we utilize – quantitative and qualitative.

Quantitative (numerical) measurements are pretty straightforward: clicks, followers, subscribers, open rates, shares, likes, cost-per-click, impressions, etc.

Secondly, qualitative research metrics include awareness of your organization, competitors, and stakeholders’ perceptions and feelings. These are best measured through surveys, interviews, and one-on-one interactions. 

In simple terms, quantitative deals with numbers, and qualitative data is expressed in words.

There are dozens of metrics you could use to measure marketing success. A quick search into the topic leaves many people overwhelmed with acronyms: PPC, CPC, ROAS, CPA, CPL, CTR, MQL (and more!), and stuck in indecision. These analytics are important, but it’s a lot to gather and understand initially.

To help get you unstuck, we recommend focusing on just a few high-level numbers. Simply track these, and you will progress toward success in no time:


  1. Leads
  2. Conversions
  3. Traffic
  4. Engagement
  5. Cost
  6. Net Promoter Score


  1. Awareness
  2. Perception
  3. Preferences

To fast-track your success and learn more about Grove9’s marketing strategy, client scorecard, and marketing analytics, connect with us at: hello@grove9.com.